Dentsu Aegis Network launches global business to business full-service agency Interprise

Dentsu Aegis Network has launched Interprise, a full-service global agency specialising in business to business (B2B) solutions, addressing the complex and diverse challenges associated with business audience engagement.

Headquartered in London and with offices in New York, San Francisco, Singapore, Hong Kong and Sydney, Interprise will expand into other major markets during 2016.

Interprise will be led by Stuart Giddings as Global President, a marketing practitioner with 25 years solid experience, who will report into Peter Huijboom, CEO Media Brands & Global Clients, Dentsu Aegis Network. In Asia Pacific, Interprise will be led by Kieran Vye, Managing Director (pictured left).

With B2B capability in creative services, media planning and buying, search, data, programmatic, events, content, and business traveller-focused out of home, Interprise will work collaboratively with other Dentsu Aegis Network agencies to support new and existing brands with their B2B requirements. The existing specialist B2B media team across the Carat Enterprise network will be integrated within Interprise.

Giddings (pictured left) said, “Globalisation and convergence has changed business to business marketing fundamentally. The importance of this sector and the US$80billion* invested in advertising spend alone drives the necessity for a new agency model. We recognise that today’s requirements go beyond the traditional B2B agency approach and combine genuine understanding of the diverse audiences and complex buying processes in B2B with the global footprint and digital capabilities of a major network.”

“50% of the world’s top 100 global brands have significant B2B divisions and are increasing their investment,” commented Peter Huijboom CEO Media Brands & Global Clients, Dentsu Aegis Network. “This needs to be matched with a similar commitment from the agencies that support them. It’s an area that requires genuine, vertical expertise and deep audience understanding on a global scale. Under the Interprise brand we will build upon the significant B2B expertise within our network to deliver this unique offering.”

Vye added, “We are all very excited about the huge potential that Interprise can bring to the Asia Pacific region. The addition of Interprise will be a game-changer for the increasingly complex Asia market. With our long history, strategic expertise and deep vertical industry knowledge across Asia Pacific, we can now, as a network, demonstrate our innovative full service B2B capabilities. We look forward to delivering a fully integrated creative, channel and digital service for regional B2B clients, supporting and working closely with the other network brands.”

Interprise in Asia Pacific will officially launch on 1 March 2016 with an event in Singapore, and will provide integrated B2B specialist services for clients across the region.

* According to estimates combining intelligence from PwC Outlook and Ad Age BtoB research.